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Friday, 14 February, 2020, 12 : 30 PM [IST]

Visit Finland to promote Finland as a long-stay destination in India

Visit Finland, the national agency responsible for international marketing of Finland Tourism, will be highlighting the distinctive character of its four regions to promote the country as a long-stay destination in India market. The marketing agency wants Finland to gain market position as a stand-alone destination for Indians where the average stay of an Indian visitor remains six to seven nights.

“Finland is not a small country. It has four different and distinctive regions. Therefore, we want to promote Finland as a long-stay destination in the Indian market,” said Tarja Koivisto, Account Manager-Business Finland, in an interaction with TravelBiz Monitor. She was heading a delegation of 14 Finnish tourism suppliers to India for the annual sales mission.

She said that there has been a growing interest among Finnish tourism stakeholders to engage the Indian travel trade, and that growing interest reflects in the representative character of the 14 products, destinations, DMCs, etc. part of the sales mission this year. “Last year we had only 8 suppliers.  This year we have 14 and most of them are first timers in India,” she said.

As far as the Indian market development is concerned, Koivisto said that there has been 27% growth in Indian overnights to Finland last year and for the first time Indian overnights crossed one-lakh mark in 2019. “We are extremely pleased with the results,” she said. She expected the growth momentum to continue and stay around 15% percent average this year as well.

In terms of target segments, the Visit Finland official said that the country is known across the world as an ideal family destination, and this character of the destination, especially Scandinavian lifestyle, way of life, safety, security, clean environment, etc., needed to be highlighted more in markets like India. Apart from families, they would also be targeting women groups, small MICE groups including, weddings, etc., she said.

“We are a niche boutique destination. We have capacity constraints to cater to big groups,” she said.

Because VisitFinland works on small budget, Koivisto said that their focus in India market will continue to be B2B2C. “We support tour operators in joint marketing campaigns and back it up with FAM trips for the trade and media,” she said.
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